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Printable report
Lifecycle
Leadership

Retention Scorecard

The monthly retention scorecard a lifecycle marketer sends leadership, as a printable report.

Page one: the bottom line, four headline figures against the month before, and key takeaways.

Page one: the bottom line, four headline figures against the month before, and key takeaways.

Data it reads
GA4 sessions with each visitor’s first touch (the Marketing Sessions semantic model) and ad spend by platform (Ad Reporting).
Workspaces
lifecycle_brief (8 queries) and lifecycle_brief_paid_media (1 query)
Period
Always the latest complete month in the data
Parameter
Owned and organic share target, default 40%
Exports
PDF, Word, Markdown, Excel
Template
kater-template="pdf" on letter paper, theme spring

Rebuild prompt

Prompt
Build a printable monthly Retention Scorecard for leadership from GA4 sessions and ad spend, always for the latest complete month in the data. Page one: a one-line bottom line on how many visitors paid media brought in the last three months and how many came back; four headline figures against the month before (owned and organic share of visits, returning visitors, new visitors, email and SMS sessions); four numbered takeaways and three recommendations. Then owned reach (owned and organic share month by month against a 40% target, and sessions, returning visitors and tracked value per visit by channel); retention (60-day return rate by first-touch source as a horizontal bar, and a monthly cohort grid); paid media (each platform’s share of spend beside its 60-day return rate, the last three months of email and SMS campaigns, and next month’s win-back audience). End with an appendix of sources.

What is in it

  • A summary page: a bottom-line sentence, The month in four figures, numbered takeaways and recommendations.
  • Owned reach: a composed chart of share against target, and a table of what each channel brought.
  • Retention: a horizontal bar by first touch and a cohort grid of return rates.
  • Paid media: spend share beside return rate, lifecycle email and SMS campaigns, a win-back audience callout and a sign-off block.
  • A last sheet with the sources list, written by <kater-appendix>, that says where every figure came from.

Variations to try

  • Change the target: “Set the owned and organic target to 35% and say how far off we are.”
  • Add a page: “Add a page on email performance by campaign, with open-to-visit rate.”
  • Make it quarterly: “Run this for the latest complete quarter instead of the month.”

Assumptions to adjust

  • A visitor “came back” when they have a second session within 60 days of their first.
  • Owned and organic means email, SMS, organic search and organic social.
  • Revenue is each platform’s own attributed value; it is not deduplicated across platforms.